Have you ever heard of the #ShareTheLoad initiative?
It’s an ad campaign from India that has gone viral all over the world, which confronts one of the challenges that women all face: balancing family and work.
The ad starts out with a tired mother getting home from work. After putting down the groceries, the mother rushes to get dinner on the table. She’s also picking up toys from the ground, all the while taking a call from a colleague.
The camera then turns to focus on her father, who is playing with her son. In the mean time, her husband seems to enjoy his free time, sitting in front of the TV on his laptop.
Even when she is rushing to prepare food for the family, no one seems to be helping her. In fact, even though her husband gestures that he is hungry, he doesn’t get up to help her.
Then, the woman’s father begins to write a letter for her.
‘My little baby girl,’ he begins.
‘You are all grown up now, you used to play house and now you manage your own house, and your office. I am so proud and so sorry.‘
‘Sorry that I never stopped you, while you were playing house. I never told you that it’s not your job alone … but your husband’s too.’
‘Your husband must have learned the same from his dad. While playing house, he would have pretended to watch TV, and a little girl like you would have pretended to make tea. Sorry on behalf of his dad.’
‘Sorry on behalf of every dad who set the wrong example.’
Her father ends the letter by promising that he will make a conscious effort to help out his wife as well.
Then, the commercial ends with a powerful message:
Why is laundry only a mother’s job? Dads #ShareTheLoad
This strong message from BBDO’s Mumbai office really confronts the gender stereotypes that we face every day. Working parents should share the burden of household chores. Yet, this is something that many couple in the world still struggles with.
Check out the video below to watch the entire advertisement, and tell us what you think about the campaign.